CLIENT:

Chobani

PROJECT:

Meze Home

LOCATION:

New York

CHALLENGE:

Celebrate the launch of Chobani Meze Dips with a fun, natural, and experiential media focused campaign that drives awareness for the new product around the 4th of July.

APPROACH:

In less than 30 days, TRIGGER(HOUSE sourced, contracted and transformed a unique NYC townhouse into the first-ever, edible, livable and snack-sharable home featuring a floor-to-ceiling living wall and a custom floating garden, and multiple living snack stations.  Over the course of two weeks, this 12million dollar Chelsea townhouse was activated daily on behalf of the brand, hosting private media events, curated evenings for bloggers/social influencers, and producing product photoshoots. The project culminated in a national sweepstakes in which one lucky winner (+ three guests) were awarded a holiday weekend stay in Chobani‚Äôs Meze Home.

RESULTS:

The Chobani Meze Home was a PR success!  Picked up by more than 400 media outlets totaling upwards of 300 million impressions, including top-tier outlets such as Travel + Leisure, The Daily Meal, Advertising Age, and Delish. Both media and influencer coverage engaged consumers generating over 8,000 sweepstakes entries and the top-performing Facebook and Instagram posts for the brand to date.